Rich Sambado, sales manager at Primavera Marketing Inc., Stockton, Calif., said it was nice to retain an organization that speaks for growers and shippers on items like trade issues.
But, he said, “It seems like generic promotion, maybe we have kind of outgrown that as an industry. We felt like it’s more effective for a shipper to be promoting from within.”
The Washington apple industry provides a cautionary tale, said Joan Tabak, sales manager with Roland Marketing, Fridley, Minn. She said Washington apple growers now pay more per box to market their own crop than they paid in their assessment to the former apple commission.
In dismantling the commission, Tabak said of the growers, “I don’t think they understood the full ramifications of what would transpire.”